Websites & Mobile Sites
The Academy evaluates websites & mobile sites based on six criteria: content, structure and navigation, visual design, functionality, interactivity, and overall experience.
Web critique, like web development, is not an exact science. Powerful new ideas and applications arise constantly, reshaping old ideas or paving over them. Not every Lovie Award Winner or Shortlisted entry scores 10’s across the judging table. The weight of each criteria varies with the goal of each site; a website or mobile site is much more than the sum of its parts.
Content
Content is the information provided on the site. It is not just text, but music, sound, animation, or video – anything that communicates a site’s body of knowledge. Good content should be engaging, relevant, and appropriate for the audience. You can tell it’s been developed for the web because it’s clear, concise and it works in the medium. Good content takes a stand. It has a voice, a point of view. It may be informative, useful, or funny but it always leaves you wanting more.
Structure and navigation
Structure and navigation refers to the framework of a site, the organisation of content, the prioritisation of information, and the method in which you move through the site. Sites with good structure and navigation are consistent, intuitive, and transparent. They allow you to form a mental model of the information provided, where to find things, and what to expect when you click. Good navigation gets you where you want to go quickly and offers easy access to the breadth and depth of the site’s content.
Visual design
Visual design is the appearance of the site. It’s more than just a pretty homepage and it doesn’t have to be cutting edge or trendy. Good visual design is high quality, appropriate, and relevant for the audience and the message it supports. It communicates a visual experience and may even take your breath away.
Functionality
Functionality is the use of technology on the site. Good functionality means the site works well. It loads quickly, has live links, and any new technology used is functional and relevant for the intended audience. The site should work cross-platform and be browser independent. Highly-functional sites anticipate the diversity of user requirements from file size, to file format, and download speed. The most functional sites also take into consideration those with special access needs. Good functionality makes the experience centre stage and the technology invisible.
Interactivity
Interactivity is the way that a site allows you to do something. Good interactivity is more than a rollover or choosing what to click on next; it allows you, as a user, to give and receive. It insists that you participate, not spectate.
It’s input/output, as in searches, chat rooms and commenting, e-commerce and gaming or notification agents, peer-to-peer applications and real-time feedback. It’s make-your-own, distribute-your-own, or speak your mind so others can see, hear, or respond. Interactive elements are what separate the web from other media. Their inclusion should make it clear that you aren’t reading a magazine or watching TV anymore.
Overall experience
Demonstrating that sites are frequently more or less than the sum of their parts, the overall experience encompasses content, structure and navigation, visual design, functionality, and interactivity. But it also includes the intangibles that make one stay or leave. One has probably had a good overall experience if (s)he comes back regularly, places a bookmark, signs up for a newsletter, participates, emails the site to a friend, or stays for a while, intrigued.
Advertising, Marketing & PR
Creativity
Most award-winning online advertising, marketing & PR employs a superior level of creativity. Judging the creativity of an entry focuses on a handful of elements including content, design, technological innovation, and the unique nature of the underlying idea. It includes taut writing, smartly selected music, ingenious sound design, and the relevant use of animation, or video – anything that communicates a creative marketing message. Winning creativity often characterises advertising, marketing & PR employs a superior level of creativity. Judging the creativity of an entry focuses on a that is engaging and relevant, with resonance and a point of view. It may be informative, useful, funny, or technically mind-blowing, but overall it always leaves you wanting more.
Brand Integration
How well a brand integrates into a piece of content or website can make or break the success of the project. When rating Brand Integration, consider the following: Is the brand easily recognisable in this piece of work? Does the content further the brand’s identity? Is the content and brand a great match, or could the same idea be applied to any brand? Does the presence of the brand seem heavy-handed, or does it strike a balance?
Overall experience
Demonstrating that an entry frequently may be more or less than the sum of its parts, the overall experience encompasses creativity, content, structure, visual design, functionality, and interactivity. But it also includes the intangibles that make one respond. One has probably had a good overall experience if (s)he is intrigued and moved to click through.
Film & Video
Concept & writing
The strength of the concept and writing being evaluated respective to the category entered. Is the story or concept unique? Is the storytelling or narrative coherent and does it hold your attention? Does the writing have resonance and stay with you long after viewing it? Determining the quality of concept and writing considers all the elements that go into the creative process and how successfully the original idea is communicated.
Quality of craft
Determining the quality of craft focuses on the filmmaking process and technical execution. This includes the appearance and quality of the captured image, editing, the sound design and audio integration, the performances, lighting, and all the aspects that account for a memorable viewing experience. This is of course relevant to the category entered. For example, entries in the Viral categories will be held to different standards than those in other categories. Quality of craft means more than just a pretty looking film or video and it doesn’t necessitate that it be cutting edge or trendy.
Integration
How well the work is implemented in the medium. Can you fully experience the quality of the work, or are there technical or media-specific issues preventing you from experiencing it to its fullest?
Overall experience
Demonstrating that a film or video can be more than the sum of its parts, the overall experience encompasses content, structure, visual design, functionality, and interactivity, as well as the intangibles that provoke viewer response. Repeat viewing, visiting and sharing generally indicate a generally positive overall experience.
Apps, Platforms & Software
Content
Content is the information provided on the app, platform or software. It is not just text, but music, sound, animation, or video — anything that communicates a sites’ body of knowledge. Good content should be engaging, relevant, and appropriate for the audience. You can tell it’s been developed for the web because it’s clear and concise and it works in the medium. Good content takes a stand. It has a voice, a point of view. It may be informative, useful, or funny but it always leaves you wanting more.
Structure & navigation
Structure and navigation refers to the framework of an app, platform or software, the organisation of content, the prioritisation of information, and the method in which you move through the site. Sites and apps with good structure and navigation are consistent, intuitive, and transparent. They allow you to form a mental model of the information provided, where to find things, and what to expect when you click. Good navigation gets you where you want to go quickly and offers easy access to the breadth and depth of the site’s content.
Visual design
Visual design is the appearance of the app, platform or software. It’s more than just a pretty homepage and it doesn’t have to be cutting edge or trendy. Good visual design is high quality, appropriate, and relevant for the audience and the message it supports. It communicates a visual experience and may even take your breath away.
Functionality
Functionality is the use of technology on the app, platform or software. Good functionality means the site or app works well. It loads quickly, has live links, and any new technology used is functional and relevant for the intended audience. The site or app should work cross-platform and be browser independent. Highly functional sites anticipate the diversity of user requirements from file size, to file format, and download speed. The most functional sites also take into consideration those with special access needs. Good functionality makes the experience centre stage and the technology invisible.
Interactivity
Interactivity is the way that a app, platform or software allows you to do something. Good interactivity is more than choosing what to click on next; it allows you, as a user, to give and receive. It insists that you participate, not spectate.
It’s input/output, as in searches, e-commerce and gaming or notification agents, peer-to-peer applications and real-time feedback. It’s make-your-own, distribute-your-own, or speak your mind so others can see, hear or respond. Interactive elements are what separates the web from other media.
Overall experience
Demonstrating that apps, platforms or software are frequently more than the sum of their parts. The overall experience encompasses content, structure and navigation, visual design, functionality, and interactivity, but it also includes the intangibles that make one stay or leave. One has probably had a good overall experience if (s)he comes back regularly, places a bookmark, signs up for a newsletter, participates, emails the site to a friend, or stays for a while, intrigued.
Podcasts
Content (Podcasts)
Is the story or concept unique? Is the storytelling or narrative coherent, and does it hold your attention? Does the writing have resonance and stay with you long after listening? Determining the quality of concept & writing considers all the elements that go into the podcast and how successfully the original idea is communicated.
Quality of Craft (Podcasts)
Determining the quality of craft focuses on the production quality and technical execution. This includes the appearance and quality of the editing, sound design and audio integration, and all the aspects that account for a memorable listening experience. This is of course relevant to the category entered. Quality of Craft means more than just a clean audio, and it doesn’t necessitate that it be cutting edge or trendy.
Overall Experience (Podcasts)
Demonstrating that a digital can be more or less than the sum of its parts, the overall experience encompasses content, storytelling, and production, as well as the intangibles that provoke the listener’s response. Repeat listening generally indicates a generally positive overall experience.
Social
Content
Content is any information expressed: text, music, sound, animation, video – anything that conveys meaning. Good content should be appropriate, relevant, and engaging. It has a voice and point of view.
Creativity
Creativity isn’t one thing – it takes many forms: concept, content, design, technological innovation, craft, and overall user experience. It’s not something easily defined, but what applies to top-notch creative is the ability to stand out through the strength of such forms or a culmination of them.
Engagement
Success in social ultimately comes down to engagement. What strategy, tactics, and creative support successfully reaches an audience and community? Hard metrics are one measurement, but so is the work itself in the context of the audience.
Overall experience
Social is new territory, it is still evolving and being defined – both a challenge and an opportunity. Successful overall experience demonstrates that the sum is greater than its individual parts, encompassing concept, creativity, content, structure, visual design, functionality, interactivity, as well as intangible elements.
Web3 & XR
Content is the information provided by the experience. This can include text, music, sound, animation, or video – anything that communicates the experience. Good content should be engaging, relevant, and appropriate for the audience. It may be informative, useful, or funny, but it always leaves you wanting more.
Structure and navigation refers to the framework of the technology, the organisation of content, the prioritisation of information, and the method in which you move through the content, site or experience. Web3 experiences with good structure and navigation are consistent, intuitive, and transparent. They allow you to form a mental model of the information provided, where to find things, and what to expect when you click. Good navigation gets you where you want to go quickly and offers easy access to the breadth and depth of content.
Functionality is the use of technology; good functionality means everything works well. It loads quickly, has live links, and any new technology used is functional and relevant for the intended audience. It should work cross-platform and be browser independent. Highly-functional technology, products and experiences anticipate the diversity of user requirements from file size, to file format, and download speed. The most functional technology also takes into consideration those with special access needs. Good functionality makes the experience centre stage and the technology invisible.
Innovative work often pushes the boundaries of what’s been done before. When considering Innovation, examine whether the idea is new, or merely iterating on a previous idea. Is the work fundamentally different from existing ideas, products, or executions? Does the technology work? Does the innovation alter the way technology is developed and utilised in the future?
The brilliance of an idea can easily fall flat if not executed properly. Execution becomes more difficult when taking into account the different ways media is consumed including differences in technology, location and user preferences. While reviewing Execution, consider the following: Is the experience seamless? How well is the work implemented in the medium? Is the audience able to fully experience the work without technical or media-specific issues getting in the way? Does the production value and execution enhance the intended message?
Web3 & XR work is still evolving and being defined – both a challenge and an opportunity. Successful overall experience demonstrates that the sum is greater than its individual parts, encompassing concept, creativity, content, structure, visual design, functionality, interactivity, as well as intangible elements.
Branded Integration
How well a brand integrates into a piece of content or technology can make or break the success of the project. When rating Brand Integration, consider the following: Is the brand easily recognisable in this piece of work? Does the content further the brand’s identity? Is the content and brand a great match, or could the same idea be applied to any brand? Does the presence of the brand seem heavy-handed, or does it strike a balance?
Note: This criteria only applies to Branded Entertainment categories
Beyond Categories
Concept
The overall goal of the concept should be clearly defined and in alignment with the strategic objective to positively impact global society. Does the goal address a critical need, which is considered valuable and significant to its intended audience? Does the design and implementation minimize the negative impacts of social, economic and/or environmental challenges? Is the concept different from other projects and/or improve on old strategies? Does it encourage long-term commitment and is it adaptive enough to respond to changing circumstances?
Impact / Universal Good
The most important element of a project is its impact. How does the project contribute to the common good and promote public welfare, and how does it address pressing universal social and environmental challenges? The project should yield tangible results and be a call to action that encourages continued involvement. The work should help transform the way we think, behave and make decisions. If it is a branded project, it should represent general standards of authentic corporate social responsibility.
Experimental Innovation
Experimental and innovative work often pushes the boundaries of what’s been done before. When considering Innovation, examine whether the idea is new, or merely iterating on a previous idea. Is the work fundamentally different from existing ideas, products or executions? Does the technology work? To what extent does it challenge conventional thinking or push boundaries in its field? Does innovation alter the way technology is developed and utilized in the future? Is this innovation designed, deployed, and regulated in a way that protects and improves the lives of people?
Collaboration
Collaboration, outreach and audience engagement are critical indicators in determining the success of a project. To what extent does the project encourage collaboration and sharing among its participants, or promote the use and development of open source technologies and tools? The work should increase awareness and inspire change to provoke a shift in interest, behavior, decision-making, demand, etc.
Accessibility & Inclusivity
A Beyond project should use and/or implement sustainable practices and approaches that eliminate barriers and inequities. A key strategy for achieving equitable outcomes requires participation and input from a diverse group of stakeholders. Does the work have appropriate levels of representation? Is the work accessible to all members of its audience?